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Lad’s Mag Phenomenon Is Over

Lad’s Mag Phenomenon Is Over

The lad’s mag craze is a “phenomenon that is over”, according to David Davies, editor of the UK’s highest circulating men’s lifestyle magazine FHM.

Speaking at Emap’s Men’s Seminar earlier today, Davies said that FHM and other leading men’s magazines are seeing circulation fall because large numbers of consumers are outgrowing the traditional booze and boobs formula popularised during the late nineties. He said: “Five years on we have lost a lot of older readers. You can’t maintain a genesis phenomenon forever.”

Emap today released the results of an independent research study into the attitudes and lifestyles of affluent young men, showing that male consumers are moving away from “ladism” and becoming more sophisticated (see Emap Publishes Research Into Male Attitudes).

FHM, which saw circulation fall by 20.4% in the July to December 2001 ABC results, is currently undergoing “rejuvenation” to bring itself up to date with the changing attitudes of its readership, a move which could prompt other men’s magazines to follow suit.

Commenting on the changing climate of the men’s lifestyle market, Peter Jackson, professor of human geography at Sheffield University, said: “In the past men’s magazines have succeeded commercially because they opened up new areas for discussion. However, titles need to acknowledge the increasing complexities of male consumers and address their readership in a new way.”

The majority of men’s lifestyle titles saw circulation fall year on year in the six month period ending in December 2001 (see NewsLine), with the higher circulating titles, including Emap’s FHM, IPC’s Loaded and Dennis Publishing’s Maxim bearing the brunt of the downturn.

James Brown’s I Feel Good Publishing is convinced that the sector still holds significant potential for both advertisers and consumers (see Feature: Bringing The Magic Back To The Men’s Market) and is set to launch a new men’s lifestyle title, called Jack, into the market next week (see IFG To Launch Jack For Lads).

Emap: 01733 568 900 www.emap.co.uk

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